Personal vs. Business branding

Not long ago, I engaged in a captivating dialogue with an up-and-coming interior designer who's at a crucial point in her business journey. She's about to launch her interior design firm but is stuck on a fascinating question: should she use her own name for the brand, or pick a completely different name for her business? This inspired me to dive deeper into the question of personal vs business branding, which resulted in a series of compelling content, that I'll start to share with you today.

Now, you’ve probably heard terms like “personal branding” and “business branding” tossed around, but what do they really mean? And more importantly, which one is right for you?

The difference between Personal branding and Business branding

Imagine you're walking down the grocery aisle. You see a jar of delicious pasta sauce with a friendly, familiar face on the label—yep, that’s good old Martha Stewart. Martha is a classic example of personal branding. Her name is synonymous with elegance, home décor, and mouth-watering recipes. When you buy something with her name on it, you’re not just buying a product; you’re buying a piece of her expertise and personality.

Now, think about when you pick up a gadget with a sleek, bitten apple logo. Apple Inc. doesn’t rely on a single personality to promote its products. Instead, it has built a powerful business brand. You know when you purchase an Apple product, you’re getting innovation, quality, and a touch of cool. Their brand stands tall on its own, regardless of the faces behind it.

So, what’s the difference between personal and business branding?

Personal branding is all about you—your name, your face, your reputation. It’s like building a little universe where you are the shining star. Oprah Winfrey, for instance, has mastered personal branding. Her authenticity, wisdom, and warmth make her brand instantly recognizable. People connect with her on a personal level because her brand is, well, personal.

On the other hand, business branding is about creating a distinct identity for your company that can stand independently of any one person. Think Nike with its iconic swoosh and "Just Do It" slogan. Nike's brand is strong enough to thrive without being tied to a specific individual. It’s all about the collective vision and values of the company.

Both approaches have their perks and challenges, and the best choice depends on a variety of factors—your goals, your audience, and even your industry norms. Whether you’re looking to build a brand that can outlive you or one that shines brightly with your unique personality, it’s crucial to understand the ins and outs of both personal and business branding.

In the sections that follow, we’ll dive into the key aspects you should consider when deciding between personal and business branding. From your long-term goals to your audience and industry norms, we'll help you navigate these waters with confidence and clarity.

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Key Aspects to Consider When Choosing Personal vs. Business Branding

When it comes to deciding between personal branding and business branding, there are several key aspects of your business to consider:

1. Your Goals:

Consider your long-term objectives. Are you looking to establish yourself as an industry expert or influencer, or do you want to build a brand that can potentially outlive you? Personal branding is often about showcasing your expertise and personality, while business branding focuses on creating a distinct identity for your business.

2. Audience:

Think about your target audience. Are they more likely to connect with a person (you) or a company, a brand? Some industries may benefit more from personal branding, where customers want a face they can relate to. In other cases, business branding might be more appropriate if you want to appear as a larger, more established entity.

3. Scalability:

Consider whether your business model allows for scalability. If you plan to expand your business, bring in more team members or sell your business in the future, a strong business brand that is not tied to a single individual may be more valuable. But having a personal brand doesn’t limit your business to only one member: you can collaborate with others or bring in white-label contractors too, but pay attention to how you communicate it to your clients. The last thing you want is someone getting excited and committing to work with you only to find out they won’t directly work with you at all.

4. Expertise:

Assess your level of expertise and your team's expertise. If you and your team possess unique skills or knowledge that can set you apart, personal branding can leverage this expertise effectively. On the other hand, if your business relies on a collective effort, a strong business brand might be more suitable.

5. Risk Tolerance:

Think about your tolerance for personal exposure and risk. Personal branding can make you more visible, but it can also make you more vulnerable to public scrutiny. Business branding can offer a level of separation between your personal life and your business.

6. Industry Norms:

Research what is typical in your industry. Some industries lean heavily toward personal branding (e.g., photographers, coaches, independent interior designers), while others emphasize business branding (e.g., graphic and web designers often position themselves as (even a one-person) studio or agency, interior design firms, wedding & event planners etc.).

In the end, it's also possible to incorporate elements of both personal and business branding, depending on your circumstances and goals.

But let's see some real client examples too:

Lunar Grace

A Perfect Blend of Business and Personal Branding

Let’s dive into a sparkling example of how personal and business branding can come together to create pure magic. Meet Lunar Grace, a unique dress rental salon that’s redefining the way we experience luxury fashion.

At its core, Lunar Grace is a business brand. The decision to use the name Lunar Grace instead of the founder’s name was strategic, as it evokes a sense of elegance and celestial beauty, setting it apart from traditional clothing rental companies. This approach ensures that the brand can stand independently, creating a distinct identity that resonates with its audience. This strategic choice is particularly important for a rental salon, where the brand's strength and reputation need to transcend any one person to build trust and loyalty among clients.

However, what truly sets Lunar Grace apart is the seamless infusion of personal branding elements. This beautiful blend ensures that the brand doesn’t just speak to the masses but connects deeply on a personal level. And that’s where the magic of the founder, Carmen, comes in.

During my collaboration with Carmen, we focused on utilizing the art of storytelling to weave her essence into Lunar Grace’s visual identity and messaging. This approach not only distinguishes Lunar Grace from other rental salons but also creates an intimate connection with their clients.

We discovered that the audience of Lunar Grace longed for more than just beautiful dresses; they desired an experience that made them feel ethereal, whimsical, and breathtakingly beautiful. By uncovering these pain points, we infused the elegant and sophisticated branding with intimate and personal elements, transforming the salon into a sanctuary for women of all shapes and sizes.

In developing the visual identity for Lunar Grace, we aimed for an elevated and timeless look while maintaining an effortless, carefree, and playful vibe—just like their clothes. The result is a brand that feels both luxurious and approachable, perfectly balancing the sophistication of a business brand with the warmth and personal touch of Carmen’s story.

So, if you’re wondering how to create a brand that stands out while staying true to your values, take a leaf out of Lunar Grace’s book. Blend the strength of a solid business identity with the heart and soul of personal touches, and watch your brand shine in all its ethereal glory.

Samantha Cornish

Personal Branding

Working with Samantha on her Brand Strategy and Brand Identity was an absolute joy, and her story is a perfect example of why personal branding can be a game-changer.

Samantha’s work is deeply personal and intimate—she captures the essence of her subjects, making them feel seen and celebrated. In this line of work, clients aren’t just looking for beautiful photos; they’re seeking a connection, an experience, and a photographer who can make them feel comfortable and confident in front of the camera. That’s where Samantha’s personal brand shines.

Choosing personal branding for Samantha was a strategic decision, and here’s why it was the perfect fit:

1. Connection and Trust: Samantha’s clients are drawn to her warm, approachable personality. By building her brand around her name and persona, we tapped into the natural connection she creates with her clients. When people book a session with Samantha Cornish, they’re not just hiring a photographer; they’re choosing Samantha for her unique vision, style, and the personal touch she brings to every shoot.
2. Authenticity and Relatability: Personal branding allows Samantha to showcase her authentic self. Her brand is a reflection of her creativity, confidence, passion, and the genuine care she has for her clients. By sharing her journey, behind-the-scenes moments, and personal stories, Samantha builds relatability and trust with her audience. They feel like they know her, and that makes all the difference.
3. Standing Out in a Crowded Market: The world of photography is highly competitive, and having a strong personal brand helps Samantha stand out. Her name, style, and personality become her unique selling points. Clients remember her not just for her stunning portraits but also for the wonderful experience she provides.
4. Flexibility and Growth: With personal branding, Samantha has the flexibility to grow and evolve her brand without losing her core identity. Whether she decides to explore new photography styles, offer workshops, or even launch a book, her personal brand can seamlessly adapt. It’s all about her journey and how she connects with her audience.
5. Creating an Emotional Impact: Samantha’s work is all about capturing emotions and creating lasting memories. Her personal brand amplifies this emotional impact by making every interaction meaningful. Clients feel valued and special, knowing that Samantha herself is behind every click of the shutter.

Working with Samantha, we crafted a brand strategy and identity that highlights her strengths and passions. We focused on storytelling to bring her brand to life, emphasizing her journey, her artistic vision, and the love she pours into her work. The result is a brand that feels warm, inviting, and uniquely Samantha.

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